Algorithm and reach are two words we hear bandied about whenever social media is the topic of conversation. They both pertain to getting your content, your brand, your message out to your target audience. YouTube can be quite a star-making platform, as long as your content reaches the right people – and enough of them.
Google owns YouTube, and the common wisdom says that getting noticed on YouTube means getting noticed by Google. They will give you brownie points in a way, for using their platform, so that your page, your content, your brand will rise through the ranks of the complicated SEO web if only you can use YouTube effectively. Now they are telling us how.
Social reach is essentially the number of unique views your content has, how many people/accounts have seen it. In theory, the more people who see your content, the more customers, fans, sponsors, or followers you will attract. Reach and algorithm are related, because we are led to believe that, along with quality content, the algorithm drives reach.
- If your video is getting lower views and click-through rates, try changing the title and thumbnail. While on some platforms, editing a post can mean the death of reach, YouTube assures us this is not the case with their platform. A punchy or helpful new title and thumbnail may attract more people to click on and watch your video. As people begin to interact with your post differently, the algorithm responds to how people are interacting with the new look and title, a phenomena that could go in either direction.
- Subscription feed numbers are not a primary driver of the algorithm. Older, inactive subscribers will likely not be shown the video, and therefore their inactivity will not count against users.
- A video’s search rank is based on a combination of things, such as how many people using the same search words have viewed it, and how long they stayed on your channel, and how much of the video they watched. They try to put the videos you are most likely to watch in front of you. Relevance to searcher > overall number of views.
- Returning viewers and analytics will be launched soon. These analytics will help video content creators see how many returning visitors they have and how many new viewers they are reaching.
- Subscriber count is overall a poor indicator of who will actually watch your videos, based on the data the YouTube team has compiled. There are a lot of factors, but subscriber count is not the end all be all by any means.
- While there is a limit of 3 uploads before YouTube turns off notifications that the video is live, notifications only go out once a video is published. Therefore, batch uploading, either leaving them unlisted or scheduling the videos for later publishing will not have an impact on the notifications and algorithms.
- Publishing videos/titles/keywords in more than one language can impact reach, unless your audience is also bilingual or multilingual. Best practices, as recommended by YouTube, would be to create a channel for each language you are going to publish in. The only reason is to appeal to a target audience in each language. If half of your viewers only speak one language, they will be less likely to engage with a video in the other language anyway, which could have an unintended effect of monolingual audiences tuning out.
- Is there a target number of times, or threshold, that videos have to be viewed in order to start getting recommended to more people? While some video content creators may notice older videos begin to get more views and reach after a seemingly random amount of time, this does not mean that YouTube is showing them to more people after a target number of hours watched or number of views. Instead, it’s possible that a video may contain content that is suddenly of interest to the general population of viewers, or that newer subscribers or viewers are checking out your previous videos because they are curious and like the content that brought them to you.
These insights, as presented in this video from Rachel from the YouTube Search and Discovery group, are useful and helpful, even if they don’t definitively explain how their algorithm works. If anything, it points back to the fact that content is still king, and if you are producing quality content and uploading them with intention (and relevant keywords), your channel should continue to grow.
Not everyone or every brand will shine on the YouTube platform, and not every viral video is what we may interpret as good quality. Continue to consider your target audience and where to find them on YouTube. Be sure to watch and engage with other content as well, because that also may bring someone to your page. Decide on a strong consistent content strategy, keep plugging away at it, and don’t give up.
Hello Insiders! Today we’re answering 8 of your questions about search and discovery.Check them out and leave your comments and questions below!————-…
Video is necessary for your marketing strategy
(BUSINESS MARKETING) As technology and social media move forward, so do marketing opportunities. Now is the time for video content social media marketing!
As an entrepreneur, you’ve surely heard the phrase “pivot to video” countless times over the last few years. It’s the path a lot of media companies are on, but even brands that aren’t directly talking about this pivot have increased their video production. This shift stems in part from studies showing users spend more time on pages featuring video content. Social media has also played a significant role, and recently, new social platforms have made the pivot to video even more important.
Snapchat and TikTok are leading the social video sector as emerging social media platforms, but the audiences for these platforms skew especially young. The content on these platforms also tends toward the meme-worthy and entertaining, raising the question: are these platforms a good use of your time and resources? The answer depends on your industry, but whatever your field, you can certainly learn from the pros dominating these new platforms.
The promotional angle
One of the primary ways that businesses use video content across platforms is by creating promotional content, which range widely in style, cost, and content, but there are a few strategies that can really help a promotional video succeed.
First, a great promotional video hooks the viewer within the first few seconds. Social media has shrunk everyone’s attention span, so even if your video is on a longer form platform, the beginning has to be powerful. Having a strong start also means that your video will be more flexible, allowing it to gain traction across different platforms.
What you’re promoting – what your business does and who it serves – plays a critical role in what kinds of video content you make and what platforms you use. TikTok is a lot of fun, and it’s playing a growing role in business, but if your entire audience is age 30 and up, there’s not much point in trying to master the form and build a viewership there. You need a sufficient youth-heavy market to make TikTok a worthwhile investment, but Snapchat, which also serves a youth-heavy market, might be a different story.
Even if you don’t intend to make heavy use of Snapchat, the platform recently made a big splash in the video sector by opening up its story tools to other platforms. That means businesses will be able to use Snapchat’s tools on platforms like Facebook and Instagram, where they may already have an audience. It will also make crossover content easier, allowing you to maintain consistent branding across all platforms. You may never download Snapchat proper, but you may soon be using their tools.
It’s all about strategy
However you choose to approach video content, the fact is that today video is a necessary part of your content marketing strategy. In part this is because, while blogs aren’t going anywhere, and short-form social media is definitely ascendant, both make use of video, but that’s not the only reason. Video is so powerful because it’s deeply personal. It makes your audience feel that much more closely connected with you and your brand, and that alone is enough to change buying patterns.
Another key advantage of video is that, consumers genuinely enjoy well-made videos. Unlike blogs, which most users will typically only seek out if they need information, there are brands out there who are known for their video content. They’ve found a way to hook viewers and make them feel like they have two products: entertainment and whatever it is they actually sell. You, too, can do this with enough creativity and today’s social media tools.
It’s critical that you don’t let your brand fall behind on video right now, because if you even stop for breath, you will be left behind. As TikTok and Snapchat have made clear, video doesn’t stop for anyone. At this point, video isn’t the future of social media or ecommerce – it’s the present.
Marketing amidst uncertainty: 3 considerations
(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.
The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.
As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?
Pandemic Pivot 1.0: Q3 2020
When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.
How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.
Think Brick And Mortar
As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.
Reach Customers With PPC
Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.
While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.
It’s All About The Platforms
When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.
One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.
The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.
Advertising overload: Let’s break it down
(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.
If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.
Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.
In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.
“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.
This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.
It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.
Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.
Opinion Editorials5 days ago
3 things to do if you *really* want to be an ally to women in tech
Business Marketing4 hours ago
Video is necessary for your marketing strategy
Opinion Editorials2 weeks ago
Questions you wished recruiters would answer
Business Entrepreneur6 days ago
15 tips to spot a toxic work environment when interviewing
Tech News4 hours ago
Chatbots: Are they still useful, or ready to be retired?
Business Entrepreneur1 week ago
Zen, please: Demand for mental health services surges during pandemic
Opinion Editorials5 days ago
4 simple tips to ease friction with your boss while working remotely
Opinion Editorials4 days ago
Why robots freak us out, and what it means for the future of AI